نوع مقاله : مقاله پژوهشی (آمیخته )
نویسندگان
1 گروه مدیریت بازرگانی، واحد بین المللی کیش، دانشگاه آزاد اسلامی، کیش، ایران.
2 گروه مدیریت بازرگانی، واحد لامرد، دانشگاه آزاد اسلامی، لامرد، ایران
3 گروه مدیریت بازرگانی،واحد تهران شمال، دانشگاه آزاد اسلامی، ، تهران، ایران.
4 گروه مدیریت مالی، واحد تهران جنوب، دانشگاه آزاد اسلامی، تهران، ایران.
کلیدواژه‌ها
عنوان مقاله English
نویسندگان English
The present study aims to examine the impact of integrated financing marketing on investor-attraction performance in Iran’s capital market. In terms of purpose, the study is applied; in terms of research design, it employs an exploratory sequential mixed-methods approach.The qualitative study population comprised 13 university professors, managers, and experts in marketing and financing in the capital market, selected through purposive sampling. The quantitative population consisted of senior and middle managers at investment companies active on the Tehran Stock Exchange. Using Cochran’s formula, the sample size was determined to be 157, and participants were selected through convenience sampling.Data were collected using semi-structured interviews and a questionnaire. Qualitative data were analyzed using thematic analysis and MAXQDA software, while quantitative data were analyzed using SPSS and PLS.The findings showed that the integrated financing marketing model for attracting investors consists of six main dimensions: building trust, managing marketing channels, optimizing marketing activities, delivering an integrated experience, creating persuasive marketing content, and investor-attraction performance. The quantitative results indicated that building trust, channel management, optimization, an integrated experience, and persuasive content have positive effects on investor-attraction performance.Overall, this study provides an integrated, practical framework for companies operating in Iran’s capital market, enabling them to transform investor-attraction marketing from a fragmented process into a systematic and integrated one.
کلیدواژه‌ها English
